During the Milan Design Week’s parallel events (“Fuorisalone”), we organized a spectacular media ambient to publicize IKEA’s Bathrooms line, thus placing it in the context of the world’s most famous design expo. Over 330,000 people came from all over the world to see furniture and design, and have fun. With hundreds of litres of beer andvarious other liquids being drunk, everyone needed the same thing: the bathroom!So we set up a chemical toilet in the swish Tortona zone. From the outside it looked exactly like a chemical toilet but inside there was hidden space, a 20 m2 bathroom beautifully furnished by IKEA in fact. With lacquered furniture and wall cupboards, parquet flooring, appliques, all sorts of accessories, mirrors and a perfectly functioning WC. A truly unforgettable experience for those who entered! There was also a pretty hostess, in bath-robe and slippers, inviting people to come in and make themselves at home. A pay-off clarified the point of initiative and suggested a visit to an IKEA store to discover Ikea’s bathroom lines: "Who said a bathroom should be just a loo?"

More than 500 people visited the bathroom in a single day. The YouTube video for the event had 300,000 views and generated more than 2,000 comments, 16,000 'likes' and 8,000 shares on IKEA’s Facebook page. 132 online magazines reported on the event, among whom were Trend Hunter and the Huffington Post. IKEA headquarters around the world requested our video to share online, it topped the AdAge Creativity Online most emailed list as well as taking first spot on the AdCritics Top 20, staying in the list for 2 weeks.